Sustainability, compensation and culture: 4As looks into the 2022 crystal ball

The 4As annual outlook report predicts the big trends that will shape an industry in flux.

Agencies are masters at keeping up with change.

But in 2022 they’ll be faced with more pressure than ever to adapt to a variety of forces reshaping the landscape, according to the 4As 2022 Outlook Report, released Tuesday.

In addition to attracting and retaining talent amid “The Great Resignation,” agencies must embrace the fact that a full return to normal may not be in the cards, given ongoing surges of COVID-19, and start rebuilding culture and connection in a hybrid workplace.

This could be the year agencies and clients finally evolve their compensation frameworks and embrace what Marla Kaplowitz, CEO of the 4As, calls “value-based compensation.”

Agencies will also have to tackle big-picture business challenges, such as sustainability and online privacy regulation, as they head into 2022.

The big takeaway? “Let’s not assume everything has to continue the way it’s been,” Kaplowitz said. “There are always opportunities to make things better.”

Read more in Campaign US.